Every live test on the Pott Candles ad account, what it is meant to find out, and where it stands. Each test has a verdict rule set before it starts, so a test showing "too early to call" is on track, not failing. Called tests move to the bottom with what we learned. Figures refresh daily and include today, which is partial.
Ad 1000 is the top-spending ad on the account, and Ailis thinks the realistic Christmas-tree scent is what makes it work. Four new images each say that in a different way: a short review, the winning quote on a new Grand photo, a true-to-life review on an informal photo, and a not-fake review on a lifestyle photo.
The image and the review wording on it. Copy, link, audience, placements and budget are identical. Each version gets its own £50 a day so Meta cannot pick a favourite early.
£500 spent on each version, or 10 days, whichever comes first. Not before.
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Short review, Starter Pack | £39.36 | 11 | 1.01% | 0 | – | 0.00% | 0.00x |
| Winning quote, new Grand image | £40.81 | 23 | 1.51% | 0 | – | 0.00% | 0.00x |
| True-to-life review, informal photo | £43.00 | 13 | 0.80% | 5 | £8.60 | 38.46% | 7.16x |
| Not-fake review, lifestyle photo | £38.26 | 10 | 0.78% | 0 | – | 0.00% | 0.00x |
Whether the review framing or the photo style matters more when selling the scent, and which version earns its own budget in the Christmas ad set.
Runs in its own campaign so each version is forced to spend. There is no control version: the existing Ad 1000 post carries months of reactions and comments, which would give it an unfair edge, so the winners are compared to live Ad 1000 only as a rough guide.
Same question as the still-image test, asked in video. Three angles: Ailis telling the founder story, a scent-led product video, and a Starter Pack demo that opens with "Warning: smells like a real Christmas tree".
The video only. Copy, link, audience, placements and budget are identical, with £50 a day per version.
£500 spent on each version, or 10 days, whichever comes first. Not before.
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Founder story (44s) | £31.32 | 11 | 1.19% | 1 | £31.32 | 9.09% | 1.02x |
| Scent-led product video (24s) | £49.65 | 15 | 1.08% | 0 | – | 0.00% | 0.00x |
| Pine disinfectant opener, Starter Pack demo (32s) | £30.12 | 9 | 1.04% | 0 | – | 0.00% | 0.00x |
Whether a person on camera, the product alone, or a hook that plays on the scent gets the cheapest new customer for the Christmas range.
A copy of Ad 1000 with the homepage as the only change. The homepage shows the whole Christmas range, which may suit a cold buyer who has not chosen a scent yet.
The landing page only. Image, copy, product set and audience are identical. The homepage version is a new post, so it starts without Ad 1000's reactions and comments.
1,700 link clicks on each version, or 28 days, whichever comes first. Not before.
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Product page (current) | £1,122 | 787 | 1.22% | 27 | £41.56 | 3.43% | 2.30x |
| Homepage | £95.44 | 35 | 1.05% | 1 | £95.44 | 2.86% | 1.27x |
Whether the homepage or the product page is the better landing page for cold Christmas traffic, which decides where the rest of the Christmas ads point.
The last homepage test (Tomato Vine, September) never got enough clicks because Meta kept spending on the established ad. If the homepage version is being starved after a week we ring-fence it.
Ad 707 was the top evergreen spender. A copy pointing at the homepage instead of the Tomato collection would show whether one less click to the product helps or hurts.
The landing page only. Same image, copy, audience and ad set.
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Tomato collection page | £1,307 | 1,084 | 1.34% | 25 | £52.30 | 2.31% | 1.25x |
| Homepage | £168 | 77 | 0.70% | 3 | £55.87 | 3.90% | 1.24x |
Inconclusive. Stopped after nine days.
The homepage version got 77 link clicks in nine days. Meta kept the budget on the established ad, and the Tomato season was fading, so Ad 707 was paused on 19 September.
A landing page test inside a shared ad set does not get enough traffic to read. The new version needs its own budget, or a test on an ad that is still rising rather than one at the end of its season.
Retesting the homepage on Ad 1000 (above), the current top ad, with a plan to ring-fence the homepage version if it is starved.
Spend, clicks and purchases are as reported by Meta for the ads in each test, from the test's start date to today. Where versions share an ad set, Meta decides how much each one spends, so compare cost per purchase and purchases per click rather than totals. A test is only called once its rule is met; stopping early on a good week is how false winners get made.